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Inbound marketing:

generate better leads for your sales team

Tuesday, 20 February 2018 - 2 minute read

Lead generation needs to turn from net to lure. Instead of mass emails and cold calling, you need to focus on what your customers really want. With the right approach, leads will come to you on their own accord – when they’re ready.

Your sales colleagues will only have to reel in the catch.

Old approach: low initial effort, low quality leads

Not so long ago, lead generation used to go like this: you’d purchase a database or create one through research, which you then target with direct mails, e-mails, cold calling and other.

It’s like throwing out a big net, hoisting it in, and then trying to sort out the few fish that are any good.

It may cause less effort in the short run, but you’ll have to spend much more time sifting out who’s the right contact for you. Not so long ago, the rule of thumb was that as much as 25% of leads were unusable for sales.